Future of mobile workshop - to open discussion and debate

1. Future of Mobile - Workshop Where are the business models – Nov 2009 Tony Fish [email_address] +44 7808 142121

2. AMF Ventures provides professional consulting services that will enable your enterprise to build returns within the constraints of 1.0 and be ready to exploit opportunities created by 2.0 thinking and beyond….

3. Agenda – CBA

5. www.mashupevent.com

6. access create consume mashup! mobile internet mobile2 mobile web 2.0

8. Where mobile web thinking was 2006

9. mobile content Harnessing Collective Intelligence Capturing Content at the Point of inspiration Extending the web Mobile web 2.0 I am a tag my identity multilingual mobile access digital convergence mobile search AJAX/ widgets Uniquely mobile Location

10. Enablers Platform Access Device User User Device Access Platform Enablers User creates content and publishes it Content created for the user to consume Point of inspiration Sport reality family News friends holiday night out movie cartoon Adult e.g publishing e.g search e.g payment security, DRM e.g GSM WiFi UMTS e.g phone smartphone e.g hosting, integration with WWW Events Professional Editing Content creation Personal Tagging Professional capture concert music colleagues gathering Personal creation Personal capture Sport News Point of entertainment Events

11. before we do where thinking is up to…

12. let’s do what “mobile web 2.0” is not….

13. technology company service owned android mobile OS framework platform mobile broadband

14. by the way

15. I don’t care if you call mobile web 2.0

16. Mobile 2

17. Mobile 2.0

18. Next gen mobile

19. MW2

20. or any other flavour

21. what I do care about, is

22. that you engage in thinking and debate

24. so Mobile Web 2.0 is….

25. all about

26. U n Iq U e N eS s

27. The correct question is ..

28. What can you do on a mobile, that

29. you cannot do on any other platform ?

30. other platforms are…

31. WEB (internet, access, IP)

32. Broadcast (TV, radio)

33. Mobile (wi’x)

34. here is the story

35. U n Iq U e N e S s

36. Location Attention Browse Search Time Who Click Create Consume Patterns Attention Browse Search Time Click Create Consume Patterns Attention Time Consume Patterns TV WEB MOBILE

37. In simple terms Data from platforms click data content my data Data analysis Value

38. If you own the data and the analysis

39. you own the value

40. to own the data, you need to have

41. control the platforms and you

42. need the cloud with a client

43. Why is Google doing what it is doing?

44. In typical terms Store click data content my data Analysis Value ownership and movable algorithm = differentiation rights and cash digital footprint Behavioural DNA feedback (sensory.net)

45. digital footprint and behavioural DNA digital footprint Click content my behavioural DNA INPUT ANALYSIS OUTPUT service improvement (existing) web TV mobile m2m service discovery (new) web TV mobile m2m trade or barter

46. Example – mobile security store moveable digital footprint behavioural DNA adverse behaviour Click content my normal behaviour graceful opening location route time routine restrictions unique override closing time Take raw data to new provider confidence assurance

48. so what data do “they” want?

49. context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof recognition/ desire/ peer pressure/ community attention location time search content create Identity access content consume purchase banking discovery reputation corporate Digital Footprint individual community inputs outputs who benefits motivation database Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity advertising protection In detail

50. Different direction – ecosystem discussion

51. So why is the web working and mobile not?

52. Some are part of open eco-systems

53. Some are part of closed ecosystems

54. and some are not sure!

55. device tethered generic network platform applications & content closed open proprietary All IP network deliver capture closed ecosystem open ecosystem

56. device tethered generic network platform applications & content closed open proprietary All IP network deliver capture closed ecosystem open ecosystem Mobile today ! WEB today !

57. so what?

58. who does it effect and how…

59. 2.0 thinking does effect everyone here and …

60. and every aspect of your business

61. developer & design

62. application interface and structure

63. service

64. delivery

65. trust

66. brand

67. position

68. strategy

69. regulation and policy

70. because…

71. Access is a commodity and ownership is unimportant. Value will be retained by those who get the deep and dirty in the management of complexity for getting data in, stored and out. In the New Kingdom, Loyalty is Dead, Trust is the Challenger, the Princes’ are Editors, the Princesses are Simplicity, Attention is Queen and Metadata is King.

72. Where are the business models

73. context personalis- ation recommend- ation requirement/ enforcement/policy security trust login authent ication proof recognition/ desire/ peer pressure/ community attention location time search content create Identity access content consume purchase banking discovery reputation corporate Digital Footprint individual community inputs outputs who benefits motivation database Closed loop of feedback and improvement trade or barter billing accuracy colour intent activity advertising protection In detail

74. Potential Business models digital footprint Click content my behavioural DNA INPUT ANALYSIS OUTPUT service improvement (existing) web TV mobile m2m service discovery (new) web TV mobile m2m trade or barter

75. Part 2 – thinking about the same problem

76. There is an important question?

77. How will the “purchase decision change”

78. As you are not buying anything that you

79. You currently sell/ buy

81. ‘ Rainbow of Trust’

83. some companies get it…

86. Why speak to Tony Fish 07808 142121 funding strategy non exec implementation knowledge workshops

87. don’t forget